Where A/B testing goes wrong : how divergent delivery affects what online experiments cannot (and can) tell you about how customers respond to advertising
Michael Braun, and Eric M. Schwartz
| Year of publication: |
2025
|
|---|---|
| Authors: | Braun, Michael ; Schwartz, Eric M. |
| Subject: | targeted online advertising | experimental design | measuring advertising effectiveness | Simpson's paradox | causal inference | field experiments | algorithmic targeting | social media platforms | Online-Marketing | Internet marketing | Experiment | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Feldforschung | Field research | Zielgruppe | Target group | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429241275886 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015374198